Though out this project I have found deciding on a colour palette which will work the best for my target audience a very challenging aspect. Being a female only gym i wanted to avoid the stereotypical feminine colours such as pinks and purples, however without these it was difficult to make it obvious the brand was for females.

However I have decided, after gathering feedback from design students on my course, friends at home and my workshop tutor, I have created a colour swatch which includes all six colours I will be using in my package identity.

COLOUR REPRESENTATIONS/MEANINGS:

Blue shades connote health, tranquillity and water. White connotes hygiene, cleanliness and goodness. Green shades are associated with nature and growth.

These representations combined  will implicate that this gym is a relaxing and positive place for women to work out comfortably.